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Maybelline was introducing a new hero product in Indonesia, and wanted to achieve maximum visibility and sales results within 2 weeks of its launch.


Maybelline Indonesia opted to create a New Product Launcher (NPL) campaign as it could deliver quicker results as compared to running a standalone Sponsored Discovery campaign.

An NPL campaign featuring ~10 newly launched SKUs was created as soon as the SKUs were available their Lazada store, and daily budget limit was set based on the algorithm's suggestion.

Once the NPL campaign was up and running, Maybelline's new SKUs were featured prominently across Sponsored Discovery and Lazada homepage, with targeted delivery towards shoppers who are in-market for similar products.


SKUs promoted via New Product Launcher achieved significantly higher views, clicks, and orders compared to other new SKUs featured in standard Sponsored Discovery campaigns.

Learn more about Sponsored Discovery: